Advertising Flashbacks - 1970 - Fiat 124 Sport Coupe

February 26, 2018 | Advertising Flashbacks

For each 'Advertising Flashback' we scour the automotive press from years gone by and share interesting finds. Today's is an advertisement for the Fiat 124 Sport Coupe from 1970.
Fiat 124 Sport Coupe

You can't buy a GT car for less than $10,000.

Ask any Italian.

There may be ten G.T. cars in the world today.

They tend to have exotic names, travel at exotic speeds and fetch exotic prices. And nobody knows that better than the Italians. After all they invented the name.

Gran Turismo. Remember?

So we don't kid ourselves. We don't call our 124 Sport Coupe the 124 G.T. For a start it isn't that expensive. Besides we don't want you embarrassed if you should happen to meet a real G.T.

Instead we're happy we've made a rather special Sport Coupe.

And added a few G.T. features those improved saloons you see around don't have.

We started inside.

We made seats you sit in, not on. Even in the back. So when the car takes a corner it takes you with it.

Then we took a look at the dash. We give you a collection of proper round instruments you can read at a glance. And we placed the controls so that you can reach them. Without undoing your seat belts.

Next we laid out the pedals for heel and toe changes on that five speed gearbox. (Five speed gearbox. How Italian can you get?)

Which leads us to the engine.

Twin overhead cams, twin barĀ­rel carburettor, 1438 c.c. It's smaller than some engines. But the Fiat is lighter than most cars. So it drinks less petrol as it eats more miles.

And how many so called G. T. cars can you count with four disc brakes. Many have two we admit, and they're very good.

But we decided on four anyway. Not that you'll need to slow that often. The 124 Coupe has coil springs all round and radial ply tyres that'll still be biting the tarmac long after most cars are biting the dust. Because it was bred in the Alps.

The Italians like their cars fast, beautiful and responsive, so that's what we gave them. And that's what we're offering you.

But at $3,773, we don't give you a G.T. tag.

You're not gullible.


Source: Wheels, February 1970.

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